Annual Report
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
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FA Shop Photo Park Coral Reef LG Solar Tower Tetra Pak LG Stage Market Art Auction Art Murals Smithsonian Towers Farmer’s Market Donations Recycling Center First Aid Water Bathrooms
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
ParqueArte Foundation is a nonprofit organization that produces and promotes cultural events using public spaces in Panama City. ParqueArte is supported by Abierto Corp., a company dedicated to providing solutions for Corporate Social Responsibility, connecting cultural and artistic groups. ParqueArte Foundation is best known for promoting Festival Abierto, a free Educational, Cultural, Scientific festival, and FotoParque, a digital photography collective through social media. www.parquearte.com 5
A few years ago a group of young Panamanian professionals started viewing a city with Art and Culture on their parks, with intellectual stimuli for the citizens, taking place on urban connecting spaces that will ease the urban chaos and would serve as meeting point for its’ citizens. This group would later be named ParqueArte Foundation and recently known for organizing the biggest Science, Art, Educational and Cultural FREE Festival in Panama, Festival Abierto - being a Corporate Social Responsibility plan for multiple companies and an expo platform of more than 40 NGOs, as well as a big installment of emerging and devoted artists. ParqueArte is born with the vision of constructing that public space, through private media that channelize a better city, a better surrounding for our citizens with Culture and with this purpose have accomplished a unity with global institutions like Smithsonian Tropical Research Institute, and most recently with Master Carlos Cruz-Diez, carrying out a public artistic intervention on the crosswalks that surround Parque Omar, with that establishing ParqueArte’s mission and vision as a Panamanian Foundation that works transforming our public spaces with Art, Science, Education, and Culture.
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PARQUEARTE | FESTIVAL ABIERTO
During the 2 year actions plans, ParqueArte Foundation through Festival Abierto has encouraged thousands of panamanians through beach cleanups, free open lectures on sustainability collaborating with City of Knowledge, as well as artistic convening supported by the Office of the First Lady of Panama, the National Library, FundAHrte Foundation, and Taller ArtiCruz. Our young Foundation is turning into a connection / formation bridge for many new NGOs seeking to rescue values, culture, and science in our city. With all your economic support and presence at our events, we are determined to wake up and make that other face of Panama a reality, the educational, artistic, scientific, and cultural approach in the center of our city, opening up a window of opportunity for thousands of Panamanians to have better access to our thriving economy.
Ana Melissa Correa President, ParqueArte Foundation
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Letter to our Sponsors & Visitors
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PARQUEARTE | FESTIVAL ABIERTO
It was two years ago now when our team started to gather together ideating this project that has become Festival Abierto. It is incredible to see how much we have grown in this short period of time and to see how many hearts we were able to touch. I remember as it was yesterday the countless struggles and disappointments we endured as we faced multiple discouragements from our surroundings. So our success, which is shared not only by our team but with the entire nation, makes us feel that much more proud and humble. Â We have learned two things along the process: That with collective passion we can change the world, and that there is so much more to do to make this earth a better and safer place for our next generations. Festival Abierto, upholding the three pillars of Education, Science and Culture, attempts to propagate this philosophy in a free open environment accessible to everyone to join this movement. Â Last year, symbolically, we celebrated our inaugurational Festival Abierto on Earth Day April 22nd. Here we were able to gather 20 NGOs, more than 200 artists from around the world, participation of more than 30 sponsors and an amazing turn out of 10,000 public attendees. To no surprise, this year 2013, we had more than 40 NGOs and 25,000 attendees, a volunteers base of nearly 200 people and a significantly larger participation from the private sector. Â What these figures mean is that we are doing the right thing and that we are truly affecting our environment. We believe that if we continue to receive participation from the public and private sectors as we do now, we will only be able to achieve larger positive impact in our society. I would like to thank everyone who believed in us and continue to support us, and welcome those who are interested in joining us with open arms.
Jong Hwa Duly Lee Director Festival Abierto / Abierto Corp.
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Brand Values LG + Festival Abierto Enrich people´s lives
The Festival looks to enrich people´s lives through education. Education as a mobile has been chosen because of its lackness in Latin America, continent searching to impact and enrich the life of its people through information and culture.
Innovation
Festival Abierto is innovative because of its artistic and cultural exposure as educational and interactive. It is also innovative because of the use of sustainable spaces, the pavilions, where the audience will be able to enter and hence generate collective changes in behavioural patterns.
Esthetic Design
Festival Abierto parts from a defined esthetic conscience since it has a structural base. For that we used the power of architecture to design spaces and this same esthetic value is showcased in the communications campaign, therefore Festival Abierto image has a visual impact as well.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
Trustworthy
Festival Abierto is a trustworthy proposal since it operates from a Foundation, as an institution through the Office of the First Lady and from private corportation, being LG the brand that makes this all possible.
Smart Technology
Efficiency translated through the Festival with how smart the pavilions are constructed; as they consume less and can be reused - we are from the principal that less is more. Present the audience smart alternatives to apply technology in the reducing of materials, etc. We also applied this type of intelligence in the organizational structure of Festival Abierto.
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As part of their Corporate Social Responsibility Plan, and as a brand committed to the environment and society, LG Electronics is Festival Abierto’s principal sponsor to help promote Education, Science, and Cultures of sustainability that go hand on hand with the company’s philosophy. It is thanks to LG that we can have a FREE Festival of this scale for all of those people that want to live in a better Panama.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
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Thanks to LG, the festival had a first-level musical stage showing the importance and professionalism national and international artists participating in Festival Abierto deserve. It has to be emphasized that being LG a world renowned brand helps the integral credibility of FA, attracting world class artists.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
LG LIGHTING
LED BULB Designed to replace conventional incandescent lamps, LG LED BULB is simple, modern, and eco-friendly, as well as providing cost saving and long lifetime. BEST HIGH
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ECO HIGH
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50,000 50,000 Recycle Recycle COMFORT ANGLE PLACE Recycle Compatible PLACE Anti-Glare CompatibleAnti-Glare COMFORTEnergyAnti-Glare SAVE 40% Anti-Glare SAVE Solution Energy SAVE SAVE 40% SAVE hrs SolutionEasy Install SAVE Packaging NATURAL Easy Install hrs
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Significant energy savings over 80% through simple Compatible
COMFORT
SHARE
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Quick and easy to install without the need for any tools.
50,000 Solution hrs
50,000 hrs
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40% SAVE More than 80%
40% SAVELong LIFE
Long LIFE SunLight
DESIGN SunLight
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50,000 COMFORT ANGLE Anti-Glare Recycle Anti-Glare Recycle Energy SAVEPLACE 40% SAVECompatible SolutionCOMFORT SAVE Anti-Glare Anti-Glare Easy InstallEnergyPackaging SAVE 40% NATURAL SAVE Solution hrs Long LIFE
COMFORT
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Easy Install Low-TempPackaging WirelessNATURAL Long LIFE 12.96 12.96
50,000
conventional incandescent lamp. Energy SAVE hrs
SolutionCOMFORT Compatible
Annual12.96 electricity cost
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SHARE
₩
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Compatible
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Compatible
12.96
Long LIFE
2.59
Control HIGH ECO 2.16 2.16 12.96 12.96
period 1.8 year 1.8 year
64 42
2.59
HIGH
50,000 hrs
LED Bulb 6W
BEST
DESIGN cent ndes 30W light
2 0
1
2
3
LED Bulb 6W 4 5 (year)
0
1
2
3
4
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83% 12.53 83% 12.53 Eco-friendly
12.53 8383 % %12.53
LED Bulb 6W
80% 80%
4 4
5 (year) 5 (year)
6565 % % 98.28 98.28 136.08 136.08 23.33 23.33 16.12 16.12
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Total Cost for 2~10 Year Total Cost for 1st Year
30.60 30.60
Incandescent light
LED Bulb 6W
₩
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※Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement. ※Calculation result may differ by the lamp unit price, usage conditions and product lifetime
136.08 136.08
74.3 74.3
65% 98.28
₩
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23.33
30.60
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Wide Application Coverage 8080 %%
Natural light with comfort for wide application. Compatible
COMFORTCompatible 14.9 COMFORT 14.9
CO ² emission (Unit : kgCO²) 74.3
3 3
DESIGN
Replacement Cost Annual electricity cost 2.592.59
Incandescent light
65% 98.28
16.12
74.3
2 2
50,000 50,00 Recycle Recycle Recycle ANGLE PLACE Recycle CompatiblePLACE COMFORTCompatible Anti-GlareCOMFORT Anti-GlareAnti-Glare Energy SAVEAnti-Glare 40% SAVEEnergySolution SAVE 40% SAVE SAVE Solution SAVE Easy Install hrs Pa hrs
Eco-friendly light source, which contains no mercury 23.33 30.60 2.59 16.12 and low CO² emission. 2.59
1 1
Total maintenance cost for 10 years (Unit: USD)
12.96 12.96
※Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement. ※Calculation result may differ by the lamp unit price, operating conditions and product lifetime.
Control
0 0
SunLight
2.16 2.16
Long LIFE
Wireless
2 2
(Unit: USD)
Inca
Low-Temp
Payback Payback period period
Low maintenance cost due to extremely long lifetime of 1.81.8 year year 4 4 50,000 hours. NATURAL 2.59 2.59
Annual maintenance cost
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80%
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Low8080 Maintenance Cost % % 6 6
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(Unit: USD) Relative Total10cost of owenership Cost Cost 10 8 Relative Payback (USD) (USD) Cost period 80% 40% 86SAVE SunLight Payback (USD)
DESIGN
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Relative Relative 10 10 Cost Cost
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Energy SAVE
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50,000
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₩
₩
Compatible
Compatible
40% SAVE
40% SAVE
50,000 Solution hrs
50,00 hrs
Long LIFE
Long LIFE
Long LIFE
Long LIFE
14.9 14.9 Incandescent light
LED Bulb 6W
※Based on 12 hrs operation per day yearly. ※Conversion Factor 0.573 kgCO²/Kwh, 3.86 kgCO²/trees
Restaurant, cafe, bed room, dinning room, porch, toilet
LG LED BULB
XBOOM One of the main attractions at the LG pavilion was the introduction of their new sound equipment XBOOM, with all its power and sound quality it gathered many DJs playing music to entertain the environment.
LG Monocrystalline Solar Module
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S
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ARTIST: SUMO
INDEX 2 4 8 12 20 26 28 30 36 48 64 76 90 96 98 100 102 104 106 108 110 111
Map ParqueArte Foundation Gratitude LG + FA Summary 2012 Press Conference, Soft Opening & Art Auction Construction Process Cruz-Diez Pedestrian Crosswalk Sponsors NGOs Reach 2013 Musical Stage Muralists Open Tree 2013 Open Icon 2013 Alternative Media Farmer’s Market PhotoPark FA 2014 Pets Contact Credits
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
FESTIVAL ABIERTO is a FREE outdoor family event that seeks to create awareness about the preservation of our environment, and through Education, Culture, and Science inspire Panamanians to be positive influences.
www.festivalabierto.com
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SUMMARY FA 2012
presentan
+
CHARLASAS ABIERT
CHARLAS S TA R ACiBudIE ad del Saber
Evento gratuito
6:30 p.m. - 8:30 p.m.
30 de agosto Andrew Bovarnick
ESP
Lugar: Auditorio de Centro de Convenciones. Capacidad para 300 personas.
26 de septiembre Elsa Yasukawa
ESP
Agricultura y Consumo Sostenible: Lo que compran en el Supermercado hace una diferencia al medio ambiente.
Living Building Challenge
Lugar: EL ATENEO.
Capacidad para 700 personas.
24 de octubre Scott Muller
ESP
Lugar: Salón 102 en el Centro de Convenciones.
Innovando la Resiliencia en el Desarrollo Urbano
Capacidad para 80 personas.
6 Open lectures Thanks to the US Embassy and City of Knowledge we celebrated 6 FREE open lectures with local and international speakers covering diverse themes like urban planning and development, architecture, design, etc. finalizing with a local discourse on the “Case of the City of Colon”. 20
PARQUEARTE | FESTIVAL ABIERTO
ING
30 de octubre Andrew y Jodi Batay-Csorba
Lugar: Aula Digital Centro de Convenciones. Traductores Disponibles
ESP
Capacidad para 64 personas.
20 de Noviembre Kurt Dillon
Lugar: Auditorio de Centro de Convenciones Capacidad para 300 personas.
Global Systems and Local Effects: The Intersection of Urban Design and Architectural Ecologies in the age of High Performance
Otro urbanismo es posible: planificación, región metropolitana y el caso de la ciudad de Colón
BEACH CLEANUPS
WORKSHOPS
BEACH CLEANUPS FA, together with Tortuguías Foundation, had two very successful beach cleanups at Punta Chame, where +300 volunteers cleaned approximately 3 kms. of beach front. Thanks to Recimetal for the help separating waste and recycling. Volunteers registered through Festival Abierto’s website. Volunteers from Primary School in Punta Chame, HSBC bank, Copa Airlines all showed up to contribute. Sponsors like Arrendadora Económica, Aquacai, Superdeportes, Bioland, Participación Ciudadana and Limpiemos Panama donated goods for volunteers.
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Carlos Méndez CD In the eve of the launching of the 2nd LP titled “Mar”, Tetra Pak sponsored a special edition copy, previous to the launching. The EP contained 4 songs and the packaging was made out of recycled Tetra Pak. 500 copies were given away during Festival Abierto 2012.
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PARQUEARTE | FESTIVAL ABIERTO
Collaboration with Pedro Fonseca During FA 2012, the artist collaborated with Tetra Pak exposing a unique piece of art at their pavilion, later turning into the company’s image for their 60th year anniversary.
LG Open Tree The collective call started as an idea to integrate the whole artistic community in Panama at the same event. This went further when LG turned it into a contest on Twitter, where the most tweeted trees during both FA days would win LG prizes. More than 200 trees were exposed during FA 2012. www.festivalabierto.com/arbolabierto
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Press Conference Soft Opening & Art Auction
From left to right:
Liliana Morales Director of Communications Tetra Pak, Maria Eugenia Herrera National Institute of Culture Director, Se Woo Park President LG, Marta Linares de Martinelli First Lady of Republic of Panama, Ana Melissa Correa President ParqueArte Foundation, Maria Gilma Arrocha Legal & Artistic Director for Festival Abierto, Gloria JovanĂŠ, Institutional Relations of the Smithsonian Tropical Research Institute Director.
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PARQUEARTE | FESTIVAL ABIERTO
Surma Guillen
Alex Wtges
Surma Guillen MarĂa del Carmen Nieto
Enrique Jaramillo
+30 national & international
artists
Daniel Rivero
$11,095 fundraised in benefit of ParqueArte
Cisco Merel
Works painted and printed on recycled Tetra Pak panels. S.A.
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Construction Process
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PARQUEARTE | FESTIVAL ABIERTO
EQUIPO GUNA
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Cruz-Diez Pedestrian Crosswalk Artistic intervention
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
Celebrating FA, and in the yearly activities frame, ParqueArte Foundation, Articruz S.A., and A.T.T.T. collaborated to intervene six pedestrian crosswalks on Via Porras connecting to Parque Omar. The ephemeral piece, Additive Color Via Porras, was aimed as a connection between the pedestrian and their surroundings. Adding striking colors to something that for the human eye is encrypted: the daily used Cross Walks’ case to intersect the transited streets of our city.
Carlos Cruz-Diez
PARQUE ARTE | FESTIVAL ABIERTO
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Sponsors
PREMIUM PARTNER
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PARQUEARTE | FESTIVAL ABIERTO
• Musical Stage • Korean media exposure • 120 kw generated through LG solar towers • Twitter contest gave the winners two Photo Pockets • 3 DJs at the XBOOM stand
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Sponsors
• Participation and sponsorship for the musical stage and the pavilions’ Coral Reef. • Presence together with the 5th Century of the Pacific Ocean committee with banners at FA. • Official welcome with privileges of easy access for the international musicians.
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PARQUEARTE | FESTIVAL ABIERTO
AÑOS
OCÉANO PACÍFICO
• A total of 500 Tetra Pak poly-alum panels were used, equivalent to 1,071,500 cartons of recycled Tetra Pak. • After the Festival, 300 panels were donated to participating NGOs. • At the pavilion, Tetra Pak showcased their recycling process to the public. 39
Collaborator
• STRI towers with information regarding studies in Panama. • Smithsonian Posters and books giveaways. • Information regarding the Institute was accessible to all.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
Media Partners
CANTA CONMIGO • Canta Conmigo kids presentation at the musical stage. • Signed autographs while walking around FA area.
• Interaction with the public where they showcased clever ways to reuse newspaper. • Fun for all at the WKD ping pong table.
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Sponsors
• Free transportation from IJA parkings during both FA days. • Education pavilion relevant to the 4 pillars of the project. Interactive artistic activity with kids, connecting with P.P.’s • Art and Culture pillar. • Collaboration with SembrArte Foundation and the artist Camila Bernal-La Remedios.
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PARQUEARTE | FESTIVAL ABIERTO
• Bicy-blend, how to make your own smoothy while working out and generating energy. • Telling Burt’s Bees story as a sustainable company. • Sampling of natural products.
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Sponsors
• Activities related to creating awareness of healthy bodies. • Pre launching of their first store at Via Porras.
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PARQUEARTE | FESTIVAL ABIERTO
• Artistic activities for boys and girls about the preservation of their environment. • Contributed to the Farmer’s Market with a huge canopy to create shade. • FundaMorgan and employees were present exposing the qualities of their new LEED certified building. 45
Sponsors
• Information about used batteries’ storing energy from the solar panels used at FA. • Battery Collection Program. • Artistic intervention supporting the company’s employees, giving the pavilion a fresh look. • Cellphone charging station powered more than 125 phones.
Lodging for international artists performing on the musical stage.
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PARQUEARTE | FESTIVAL ABIERTO
P A N A M A
P A N A M A P A N A M A
P A N A M A
P A N A M A
P A N A M A P A N A M A
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Social Movements & NGOs
Academia Steel Panama
Aloutta Sanctuary
Almanaque Azul
ANCON
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
Ángeles de los Animales
Azuero Earth Project • 123 persons registered in
APANAC
educational programs. • +200 participants at the stand • Educational - environmental games for children and youth. • Information about environmental programs practiced at Azuero Peninsula. • A lot of volunteer interest.
APLAFA 49
Social Movements & NGOs
Bandera Azul Ecológica
Cambio Creativo
Biblioteca Nacional / Ars Amandi
Colectivo, Voces, Figuras y Ritmos Dona Felicidad • 300 participants in the origami, mola, jewelry, high fashion designing, singing, art, percussion workshops. • 2 photography exhibits. • Dynamic stand, fully packed between the hours of 10am - 6pm, both days.
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FANLYC • 37 new volunteer inscribed . • +400 pictures of people around FANLYC monument. • Fundraising with promotional articles.
Eco Creando • Reinforcing Eco Creando’s positive & educational message, reusing the Tetra Pak panels from FA 2012 as tables and chairs for the kids’ ecoworkshops Stand divided on 5 areas: Eco Workshop, Games, • Photo Booth, Resting area reusing pallets, and the Eco sales point line +500 people participated on the PHOTO BOOTH “Recycled Wave”, sponsored by Billabong • Panama store. Constructed reusing plastic bottles and surfer Gary Saavedra’s surf board.
Floss - Pa 51
Social Movements & NGOs
Fundación Danilo Pérez • 4 student presentations • 2 Jam Sessions with audience participation Fundraising with promotional articles • +50 spectators during jam sessions • 8 students in percussion and • guitar lessons • Media exposure • Exposure on “La Cáscara” tv show
Fundación Eduardo Morgan
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PARQUEARTE | FESTIVAL ABIERTO
Goodwill
IFF
Jardines Urbanos
La Prensa
Limpiemos Panamรก
MarViva 53
Social Movements & NGOs
@Nuevo Panamá • 78 pints of blood, enough to save 312 lives, were donated.
Pensamiento Puro • Between 40-80 spectators all the time • Media like NEXT TV, TVN, among others, reported from the stand • Graffiti workshops were a success for an audience between the ages of 10-18 • Breakdance workshops: interactive game grasped the attention of kids from the ages 5-13
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PARQUEARTE | FESTIVAL ABIERTO
Panama Graffiti
Pro Ed
Roba Morena
Recimetal • Educational space informing about recycling • Showcasing how to recycle cans • 1,106 pounds of recyclables were collected
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Social Movements & NGOs
Rockistmo • 63 discs, 8 tshirts and 54 various articles were sold to raise funds • 9 live bands presented between both days
Sembrarte
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PARQUEARTE | FESTIVAL ABIERTO
SFK
Teatro Carilimpia / Pelo Malo
Tortuguias • +300 persons visited the stand • Workshops: • During both days of the event, two lectures were dictated by the biologist Argelis Ruiz from STRI. • The topics ranged from marine turtle eclosion and their reproduction, to the different types of marine turtle species that nest in Panama. • +125 persons registered to be volunteers • Fundraising from promotional articles will be used to save the marine turtles nest during spawning season at Punta Chame beach
TECHO Panamá • +175 persons visited the stand • 120 registered to become volunteers • 20 registered on online data base
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Social Movements & NGOs
United Way
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PARQUEARTE | FESTIVAL ABIERTO
Wisdom Candles San Francisco de Asís
Academia Steel Panama Almanaque Azul Aloutta Sanctuary ANCON Ángeles de los Animales APANAC APLAFA Azuero Earth Project Bandera Azul Ecológica Biblioteca Nacional / Ars Amandi Cambio Creativo Colectivo, Voces, Figuras y Ritmos Dona Felicidad Eco Creando El Arte de Vivir FANLYC Floss - Pa Fundación Danilo Pérez Fundación Eduardo Morgan Goodwill IFF Jardines Urbanos La Prensa Limpiemos Panamá MarViva @Nuevo Panamá Panama Graffiti Pensamiento Puro Pro Ed Recimetal Roba Morena RockIstmo Sembrarte SFK Sociedad Estudiantil de Ingeniería Ambiental - S.E.I.A Teatro Carilimpia / Pelo Malo Techo Tortuguías UNPPD United Way Universidad Latina de Panamá Wisdom Candles / San Francisco de Asís
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Reach 2013 VISITORS AT PARQUE OMAR* (During both days of Festival Abierto)
25,000
Mar 23, 2012 Mar 24, 2013
20,000 15,000 10,000 5,000
Apr 23, 2012 Apr 24, 2012
0 2012
2013
WEBPAGE VISITORS (APRIL 2012 / MARCH 2013)
13,326
12,500
Mar 24, 2013
10,000 7,500 5,000 2,500
6,023 Apr 24, 2012
0 2012 64
PARQUEARTE | FESTIVAL ABIERTO
2013 *Statistics provided by SPI
WWW.FESTIVALABIERTO.COM
164,269
25,000
Active people on social media
110
Publications
(web, TV, newspapers, editorials & radio)
Visitors at Parque Omar (SPI calculations)
+200 Artists
(local & international)
$37,047 Ad value
$23,300 OOH value
$148,186 PR value
1,106 lb
Recyclables collected
1,071,500
Tetra Pak 1 liter Containers recycled for production of poly-alum panels to build FA pavilions.
300
+120
Ads on streets
Kilowatts of energy generated during both days of the Festival, using solar modules; equivalent to powering 13 average homes in a day.
*Using standards of 8-10 kw per house. Metrics provided by RUA-Porter Novell Agency. Electrical metrics provided by Green Charge energy consultants.
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Twitter 3,941 tweets 545 following 2,997 followers
Trendsmap shows @FestivalAbierto as the most tweeted account in Panama both FA 2013 days.
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PARQUEARTE | FESTIVAL ABIERTO
Instagram JAN 2013 - MAR 2013
335 photos 10,600 likes 381 comments Avg like per photo: 126.2
800+ followers since 2013, total 1,079.
AUDIENCE Panama 80.06% USA 9.27% Colombia 1.40% UK 1.40% Spain 1.12% France 0.84% Costa Rica 0.84% Honduras 0.56% Argentina 0.56% Mexico .56%
27,600
Reach 2013 | Facebook
+27% HIGHEST SHARED POST 961 fans (marzo)
Interaction Likes, posts, clicks, comments, etc.
153,124 113,525
FACEBOOK FANS
+27%
(MAR 2012 / APR 2013)
961 fans (MAR)
5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0
4,701
INTERACTIONS
PHOTO VIEWS
244
671
165
34,210
COMMENTS
VIDEO VIEWS
2,600
SHARES
OTHER INTERACTIONS
13.7% 2012
2013
According to Facebook, a page reaches about 9% on average of it’s fanbase
Impressions
1,013,163 (MAR 15-24 2013)
through posts without any promotion (paid or viral).
We’re at 13.7%, well above the average. This is a very high number in terms of unique users, especially for a small community community like yours.
IMPRESSIONS
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ORGANIC + VIRAL
PARQUEARTE | FESTIVAL ABIERTO
Fan base
153,123 UNIQUE VISITORS
who generated People talking about Page People Newsfeeds about our page.
Gender & Age
Female 58%
3%
23.4% 7.3%
13-17
Male 38.8%
21.6%
2%
18-24
13%
People who Like your page
25-34
2.2%
35-44
45-54
5.2% 5.4%
1%
16.4%
0.7% 55+
0.4%
Most of the fan base is in the 18-34 demographic.
Gender & Age
27.8% 8.3%
Female 41.7% 13-17
Male 58.3%
5.6%
18-24
16.7%
2.8% 25-34
35-44
5.2% 5.6% 27.8%
2.8% 45-54
55+
2.8%
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Reach 2013 | TVN TVN NETWORKS $459,827.00 IMPACT:
156 total. 3 daily impacts on TVN 52 Ad days total on TVN:
$276,588.00
IMPACT:
156 total. 3 daily impacts on TV Max 52 Ad days total on TV Max:
$168,896.00
TV SHOWS BUENOS DÍAS • 4 Interviews $3,200.00 • 30 sec. segments, Feb 4th, Mar 5th. mentions $3,000.00 • Post FA Special Report $1,478.00 TOTAL BUENOS DÍAS:
$7,678.00 NEWS
$12,000.00 70
PARQUEARTE | FESTIVAL ABIERTO
AL DESCUBIERTO • 4 mentions/spots 30 sec., $3,999.00 • Al Descubierto Report, Cruz-Diez Crosswalk, Opening & during FA $2,666.00 TOTAL AL DESCUBIERTO:
$6,665.00
TVN RADIO $14,560.00 10 radio spots for TVN Radio, rate 2013, $28.00/day: $280.00 52 Ad days for TVN RADIO: $14,560.00 Interviews: Courtesy
TVN DIGITAL $3,500.00 Social Media support (Twitter, Facebook & Website) February & March 2013 Cost: $3,500.00
SPONSORSHIP TOTAL
FESTIVAL ABIERTO:
$477,887.00 71
Reach 2013 | METRICS
MEDIA SPONSORSHIPS
Newspaper
$45,000
TV
$459,827
OOH
$23,300
Radio
$14,560
Online
$3,500
Total Media Sponsorship Value
$546,187.00
57
TOTAL PUBLICATIONS
Web 29 Newspaper 14 Magazines 10 Television 2 Radio 2 Total Ad Value
$37,047.00 Total PR Value
$148,186.00
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PARQUEARTE | FESTIVAL ABIERTO
*Métricas por RUA Porter Novelli
Questionaire Universidad Latina de PanamĂĄ Sociedad Estudiantil de IngenierĂa Ambiental - S.E.I.A
80
79
60
40
Did Festival Abierto encourage you to take care of your environment?
24
20
0 A lot
80
80
60
Some
120 100
110
80
Do you now the environmental care needs of your city?
60 40
1
12 Not much
Nothing
20
3
0 Yes
N/R
3 No
How worried are you about your environment?
40
29
20
0 A lot
Some
6 Not much
1 Nothing
73
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PARQUEARTE | FESTIVAL ABIERTO
*Numbers provided by SPI
DEL OCÉANO
75
Musical Stage
76
PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
77
Festival Abierto’s musical stage is where all entertainment for the festival is showcased, undoubtedly making it among its main attractions. Every detail of the festival’s musical production is organized by La Cresta Productions, a company with over 7 years experience in cultural events and concerts all over Panama City. Their charismatic productions of concerts for local and international artists are known for using sites of great historical and patrimonial value, and transforming them into an amazing hub for revolutionary cultural experiences. Such sites include Panama La Vieja and Casco Antiguo (Antiguo Club Union, Plaza de Francia, and Las Bóvedas). La Cresta has collaborated and produced concerts in Panama City for renowned artists from all over the world such as Jorge Drexler (Uruguay), Amaral (Spain), Meat Puppets (USA), Mala Rodriguez (Spain), Los Tres (Chile), Systema Solar (Colombia), Austin TV (Mexico) and many others. La Cresta is responsible for everything music related to the festival from talent booking, all the way to stage and backstage technical productions and setup.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
PARQUE ARTE | FESTIVAL ABIERTO
79
SEﾃ前R LOOP PANAMA
MALA RODRÍGUEZ SPAIN
81
ZEUS
CANADA
MEAT PUPPETS USA
83
KALI MUTSA CHILE
XANTOS JORGE PANAMA
85
Zﾃ単ILOT!
COSTA RICA
RIMA ROJA EN VENUS
ECUADOR
CAYE CAYEJERA
ECUADOR
LOS TIMIDOS
PANAMA
LUCI
PANAMA
THE VOX
PANAMA
87
SAMUEL ARCHER AND THE CARIBBEAN SWEET BAND PANAMA
ALFREDO HIDROVO Y ERICK BLANKISET PANAMA
TVN - CANTA CONMIGO
PANAMA
89
Muralists 1
2
5
3
6
9
7
10
1. ALEXANDER WTGES 2. ANNIE PEREDA 3. INSANO 4. IVAN BLASSER 5. JUAN TARTÉ 6. MARTANOEMÍ NORIEGA 7. MOLART 8. PERSE 9. PURPLE KING CREW 10. REMEDIOS 11. ROLO DE SEDAS 12. SUMO
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PARQUEARTE | FESTIVAL ABIERTO
4
8
11
12
7
2
91
8
3
3
1
93
6
5
11
2
10
9
10
95
OPEN TREE 2013 2nd Design Contest
This year we re-launched the tree convocation because of its huge success during the first edition. We decided to make it more interesting and gave it Celebrate the Oceans theme. All entries had to be ocean related, creating a
All entires participated in the LG sponsored
beautiful pallet of creativity, inspiration, and marine
contest and were exhibited on their pavilion.
conservation consciousness.
The contest was via Twitter and consisted of tweeting your favorite tree with hashtag #arbolabiertoLG or #iconoabiertoLG respectively, and the number of the tree you wish to vote for. The winners received an LG Photo Pocket.
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vamos a buscar la sencillez, ahí está la felicidad.
NUMEROSOS RÍOS Y LAGOS
3 MILLONES DE HABITANTES
63
97
OPEN ICON 2013
WHAT IS AN ICON? We invited the audience to participate in an icon convening using the colors and themes of FA: ECOLOGY & SUSTAINABILITY SOCIAL RESPONSIBILITY SCIENCE & EDUCATION ART & CULTURE
The idea was to value the communication through icons, considering it goes further than language and cultures. It is the oldest type of communication known by human beings, the most inclusive, hence the most Open.
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99
Alternative Media Augmented Reality
AUMENTA TU FESTIVAL 1. DESCARGA APP: FESTIVAL ABIERTO EN APP STORE
GOOGLE MARKET
2. APUNTA TU CÁMARA SOBRE LA IMAGEN
To see augmented reality on this page download the app: Festival Abierto for Android or iOS.
Después de entrar al Canal Festival Abierto apunta tu cámara a esta imagen
DESCARGA APP: FESTIVAL ABIERTO APUNTA TU CÁMARA SOBRE LA IMAGEN
Postcards
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PARQUEARTE | FESTIVAL ABIERTO
Centerpoint
Panels 101
Collaboration STRI Education for all STRI Towers filled the FA pavilions with valuable information about their +100 years of research in Panama, educating FA visitors during both days.
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PARQUEARTE | FESTIVAL ABIERTO
Paneles 103
Farmer’s Market Collaborating with United Nations’ PPD program, FA helps the local artisanal commerce in the design of a product, as well as free space inside Parque Omar during FA 2013 to sell their products.
Design by: FA
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PARQUEARTE | FESTIVAL ABIERTO
FotoParque An itinerant photography expo that started at FA, and will then move around different parks in the country. This is a collection of colorful images, using the rainbow’s spectrum sequence, that separated transmit a distinct visual experience depending on the color. The expo seeks to involve society and its’ experiences, and so the images are received via Instagram so the public can share the colors lived in their daily life. Instagram #FParqueArte
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PARQUEARTE | FESTIVAL ABIERTO
107
FA 2014 2014 marks the centennial of the Panama Canal, a significant milestone in the long history of this modern wonder of the world that Festival Abierto, along with several public institutions, will be celebrating throughout the year. Festival Abierto itself is also celebrating its third year, an occasion worthy of commemoration with an incredible closing event.
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PARQUEARTE PARQUE ARTE||FESTIVAL FESTIVALABIERTO ABIERTO
Given its location and significance as the heart of the Americas, Panama and its thriving economy continue to serve a prominent role at the forefront of global economic trends. With the growing trend in marketing and branding towards Corporate Social Responsibility, Abierto Corp, Fundación Parque Arte and LG Electronics have made Festival Abierto a viable alternative for socially conscious companies seeking to innovate and develop their brands. As a free event that seeks to bring culture, art, and science to the city of Panama, and with the recent support of the country’s premier nationwide television and broadcasting company, Festival Abierto was able to bring over 20,000 people to Parque Omar, as well as a virtual reach of millions more through a consistently active presence in social media. The opportunity to experience free and interactive education about Panama’s resources, arts, scientific value, and music provided for a community experience that rendered a significant PR value for Festival Abierto’s primary sponsors. For 2014, Festival Abierto, its principal partner LG Electronics, and the rest of the valued sponsors aim to extend the reach of to a regional level.
María Gilma Arrocha Directora Legal y Artística Festival Abierto
109
Pets
110
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Contact General information: info@festivalabierto.com Workshops: talleres@festivalabierto.com Musical Production: musica@festivalabierto.com Volunteers: voluntariado@festivalabierto.com Auction: arte@festivalabierto.com Legal: legal@festivalabierto.com Architecture: arquitectura@festivalabierto.com
visit us at: festivalabierto.com follow us on: facebook.com/festivalabierto or @FestivalAbierto
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Credits: Aura Bermúdez
María Gilma Arrocha
Project & Relationships Manager
Legal y Artistic Director
Marc Belanger
Patrick Dillon
Media & Social Director
Senior Advisor
Jong Hwa “Duly” Lee
Janetti Chon
Executive Director
Executive Director
Luis Guillén
Juan Carlos García de Paredes
Project & Communications Manager
Musical Producer
Rainer Jürgens
David Corzo
Art Director
Branding Consultant
Jorge Alemán Bermúdez
Ian Dillon
STRI liaison
Construction Coordinator
Ana Melissa Correa Clement ParqueArte Foundation President
Book Design: Rainer Jürgens Photography: Carlos Arias, Carolina Borrero Arias, David Lucio, Diana Chan, Elías Mendoza, Estefania Varela, Giovanni Melillo, Karina De León, Kat Yurchenko, Lina Santos, Manuel Choy, Marc Belanger, Moises Rodriguez, Monty Belanger, Rainer Jürgens Special Thanks: Angel Alvarado, Arturo Alvarado, Juan Manuel Cambefort, Ana Bertha Carrizo, Fernando Fernández + family, Erica Gittens, Comunidad Guna, Jaime Ingram, Jorge Calderon, Nadia Jorge, Elías Mendoza, Cristy Posse, Isa Posse, Mariana Rivas, Montserrat Robles, Kat Yurchenko
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